Tuesday 28 February 2012

Logo Critique and Application

Geelong Football Club Logo
Image 1
Previous GFC logo
The Geelong Football Club (GFC) was established in 1859 and the original logo consisted of a detailed image of a cat in the club jersey. 
It then transformed into a purely typographic based logo (See Image 1). 
It was a simple logo that consisted of straight lines and only two colours. This was an effective style and worked well with the overall jersey. The white and navy are effective contrasting colours and are visually very appealing. The "GFC" in the centre is the focal point and therefore establishes the hierarchy as being the first thing the viewer sees.

Image 2
Current GFC logo
Style: The new club logo has reverted back to a pictorial revision, which brings it into the modern age. The design is vector based and very effective (See image 2). 

Concept: The face on the logo promotes a vicious cat which is in line with the intense passion of the team. It's crucial for the logo to represent the team it stands for. The image retains the previous thick strokes that make up the jersey, however the hierarchy is no longer the typography. It has shifted to the image. 

Motifs: The most obvious motif used here in the design is the imgage of a shield. The shield is generally used in a lot of mythology and ancient imagery. It represents protection and strength in the face of battle. Teams in the AFL are constantly battling against each other and with this shield the team is united as a group.

Logo Application
Image 4
Geelong Football Club Previous Jersey

Image 3
AFL Logo












The Australian Football Club (AFL) logo is placed on every jersey in the AFL (See Image 3). It is placed in the exact same position on every jersey and is a symbol of the game. Adjacent to this logo is the logo of the club. (See Image 4). Together these logos represent the game and the team. The AFL logo consists of blue, red and white, two of which are primary colours and both work well with all the club colours because the vast majority of teams' colours are primary or secondary colours. They are complimentary, therefore rarely clashing. 

Principles and Elements

Principles:
Stability: Unchanged or constant state

Dynamic: A constant change, activity or process in a design that promotes movement or a direction

Rhythm: A set of repeated, regular pattern or sound

Scale: Represented in proportional dimensions, reducing or increasing size



Elements
Line: A long narrow mark or band

Colour: The visual perception of the eye based on red, blue and green

Texture: The feeling or appearance of a surface or substance

Shape: An area that is separate from other areas and can be separated by a boundary line or change in colour.

Form: The visible shape or configuration of something

Adjective List


Irregular: Uneven or unbalanced element that does not conform to the usual

Triad: A group of three connected items

Geometric: Characterized or decorated by regular lines and shapes

Linear: Arranged in a set of straight or nearly straight lines

Bumpy: Uneven surface with many patches raised above the rest

Art Vocabulary List


Proportion: The relationship between two or more elements in a design with respect to (but not limited to) size, quantity and ratio.


Shape: A visual tool used to communicate a message. Shape is an area that is separate from other areas and can be separated by a boundary line or change in colour.

Ground: Everything that is not part of the figure is known as the ground. It is often referred to as the background.

Hierarchy: The way elements and type are placed in a composition to draw the attention to the most important thing first, and work your way down to the least important.

Negative Space: The space between and around the objects in a design, but not the actual object.

Bibliography
http://www.tutorial9.net/articles/design/enhancing-your-art-with-negative-space/
http://www.bluemoonwebdesign.com/art-lessons-7.asp 
http://daphne.palomar.edu/design/fandg.html 
http://daphne.palomar.edu/design/fandg.html


Style Time Line


1500s - 1800s

1. Name: Baroque
Date: late 1500s to 1700s
Description:
The Baroque movement began in Italy and later became popular in France, Germany, Netherlands and Spain. It was originally associated with tensions in religion within the Western Christianity. It is more of a realistic style of painting that was the main style in the late Renaissance. It was developed by Caravaggio, Carracci and Bernini as well as others. The paintings have more of a dramatic composition, intense details and emotional subjects, mostly religious. Baroque paintings can be found in murals and and paintings around cathederals and churches in Italy and other countries in Europe. This kind of art painted religion in a positive art therefore many chuches comissioned painters to paint in this style.
Artists: Rembrandt, Vermeer

Bibliography:
http://www.huntfor.com/arthistory/c17th-mid19th/baroque.htm
http://emptyeasel.com/2007/10/30/the-baroque-art-movement-artists-and-artwork-of-the-17th-century/

2. Name: Rococo
Date: 1700s
Description: Rococo started in the early 18th century in France from 1700 and is the “visual representation of the optimism people felt” in response to new ideas about human existence. The word “Rococo” has derived from the word “Rocaille” which means “rock work” or “shell work” which was a motif of that time. The style of art it reflects is irregular and has a lot of ornamental features.
Artist: Francois Boucher

Bibliography
http://www.huntfor.com/arthistory/c17th-mid19th/rococo.htm
http://www.arthistory.net/artstyles/rococo/rococo1.html

1900s


3. Name: Fauvism
Date: 1905
Description: This movement came about in France, and "revolutionized the concept of colour in modern art". The distinctive nature of this style was that the colour was applied to the canvas in small strokes. Vivid colours are used in favour of a subtle and soft palette.
Images: Click here to view image
Artists: Henri Matisse


Bibliography:
http://www.britannica.com/EBchecked/topic/632949/Vorticism

4. Name: Vorticism
Date: 1912
Description: Vorticism came about in England in the early 1900s and was founded by Wyndham  Lewis. The compositions of such artworks were straight edged, sharp and abstract, influenced by Cubism and Futurism 
Artists: Wyndham Lewis


Bibliography:
http://www.britannica.com/EBchecked/topic/632949/Vorticism


5. Name: Dada
Date: WW1 - early 1920s
Description: Dada was a literary and artistic movement that derived in Europe. The artists involved in this movement were refugees of the war who congregated in Zurich for protection from the war. They were so angry about the war that they took to art to vent their frustrations. They used any form of artistic expression they could find to send negative messages about nationalism, rationalism and materialism, as well as anything else that contributed to the war.
Their ideals were the only things that they really had in common. They referenced an early form of Shock Art by using humor, throwing around mild obscenities, visual puns and everyday objects in everyday life. Things like painting a moustache on the Mona Lisa and taking images of normal objects and calling them art infuriated the general public, which only encouraged them more. They had one universal rule: never follow any known rules.
Artists: Marcel Duchamp, Max Ernst

Bibliography:
http://arthistory.about.com/cs/arthistory10one/a/dada.htm
http://www.dadart.com/dadaism/dada/020-history-dada-movement.html
http://www.theartstory.org/movement-dada.htm

6. Name: Magic Realism
Date: 1920s
Description: This movement focuses on the history of the name itself rather than the actual characteristics of the movement. It came about in the 1920s by historian Franz Roh who’s views were a reaction to expressionism. The theory behind the movement combines the surrealist concepts with indigenous myths within traditional conventions. The art was presented with strong details and sharp focus. It taps into the viewer’s emotions and hides a number of messages within a common and ordinary scene.
Artist: Jacek Yerka

Bibliography
http://www.columbia.edu/cu/english/orals/magic_realism.htm
http://www.tendreams.org/magic-art.htm

7. Name: De Stijil
Date: 1920
Description: This movement gained inspiration from the DaDa movement in the early 20s. It was formed by a group or artists and architects lead by Theo Van Doesburg. Functionism was the main focus, with patterns being removed, and only blacks, whites and primary colours being used.  
Artists: Gerrit Rietveld

Bibliography
http://char.txa.cornell.edu/art/decart/destijl/decstijl.htm
http://www.designishistory.com/1920/de-stijl/


8. Name: Les Automatistes
Date: 1941 - 1960 Post war Montreal, Canada
Description: The name of this movement is refers to the group of artists in Montreal who caused political uproar in Quebec and were the leaders of modern art in the 40s and 50s.
It was founded by painter Paul-Emile Borduas. The artists involved were influenced by surrealism. The works have also been described as “action paining” and “lyrical abstraction.
Artists: Marcel Barbeau and Jean-Paul Riopelle

Bibliography
http://www.wsws.org/articles/2010/jan2010/auto-j09.shtml
http://www.collectionscanada.gc.ca/2/5/h5-301-e.html
http://www.artdesigncafe.com/Les-Automatistes-1992

9. Name: Lettrism
Date: Late 1940s
Description: Lettrism was founded in the late forties and was a reaction against the control of Surrealism. It attempted to get poetry back into people’s lives. It was developed by Isidore Isou. The style is characterised by strange arrangements of letters or those that have no meaning.
Artist: Isidore Isou

Bibliography
http://www.wendtroot.com/spoetry/folder4/ng441.html
http://www.thefreedictionary.com/lettrism

10. Name: Photorealism
Date: 1960s
Description: This is an American art movement that began in the 1960s using photography as its predominant inspiration. It emerged out of the Pop and Minimalism movements. The style used every day objects such as cars, signs and shops. Photorealists used a camera to record their subject matter and then used methods of painting to recreate the print.
Artist: Richard Estes

Bibliography
http://www.britannica.com/EBchecked/topic/762693/Photo-realism
http://www.arthistory.net/artstyles/photorealism/photorealism1.html



Monday 13 February 2012

Achilles - The Great Trojan Warrior





The History:
Achilles was a strong and powerful hero in Homers Iliad (Homer being the author and Iliad the epic literature). His father was a God and his mother mortal. Achilles was the greatest warrior on the battlefield in Troy. There are a few accounts as to how Achilles gained his status, the most popular being that as an infant, his mother dunked him in the river Styx (which is said to separate the land of the living from the land of the dead) and thus make the boy unable to be harmed in battle. His mother held him by his left heel, leaving it dry and untouched by the water. Although Achilles had great power and skill, his one vulnerability was his left heel, which in the end proved to be his downfall. In the final stages of the Trojan war, Achilles was struck in the left ankle by a poisened arrow, bringing an abrupt end to his life.

The Adventures:
He was raised by a Centuar, Chiron. His father Thetis hid him from sight as a female among the King Lycomedes’ daughters in an effort to shield him from the upcoming Trojan war. Achilles‘ was uncovered when his son was born to one of King Lycomedes’ daughters. He was sourced by Odysseus of Ithica to fight in the great battle, and true to his character went without a fight and thus his identity was revealled to all.
One of the Trojan leaders, Hector, killed Achilles’ close friend Patroclus, mistaking him for Achilles. This droove Achilles to avenge his friends death, killing Hector and dragging his lifeless body behind a chariot like a prize. Hector’s father, King Priam beseeched Achilles to allow him to take his son’s body home for a hero’s funeral, who allowed him to do so. But not before being refused Priam’s daughter’s hand in marriage.
Achilles bore another child to Amazon Penthesilia,  who he fell in love with. Soon after this, Achilles was killed with the fatal blow to his vulnerable heel.

The Appearance:
The God Hephaestus creates a magnificent shield of fine beauty and detail in which Achilles is very commonly depicted with. Being a warrior, he would have been very muscular and fit in order to be able to keep up in battle. Images of Achilles that depict the warrior, all show a strong fit man always in battle gear.

Symbols:
Arrow: His death came as a result of a poisoned arrow to the heel

Shield: Very often depicted in images with a helmet and shield as he was known as a great warrior. The shield represents “the world beyond the battlefield” and makes the implication that war is only one part of our existence. The intricate details on the shield are meant to remind us of all the other aspects of life, like work, family and children. This symbolism is indicated in Homer‘s detailed description of the shield, in order to counteract the war that dominates the majority of the Iliad
Refer to the following website for a rendition of Achilles’ shield: http://www.mlahanas.de/Greeks/Mythology/ShieldOfAchilles01.html

Foot/heel: His ultimate weakness was his heel that was not dipped into the water of the river Styx

Fire: Homer describes Achilles as “blazing” and compares his new armour to the fire of the sun. It is a reoccuring theme

Evolution:
Achilles was undoubtedly a Hero in the ancient Greek mythology. He was meant to be immortal as his father was a God. Although the lesson that the story of Achilles’ demise teaches us that no mater how far you are a decendent of the Gods, hero’s are ultimately mortals and will be subject to death.
Achilles chose a violent death early on for the glory rather than a long life of prosparity. The stories of Iliad revolve around the theme of Anger, and Achilles was in fact a hot tempered individual, which is one of the reasons that made him so good on the battlefield.
Achilles’ fatal flaw, his heel, became the name of the vital tendon that connects the heel to the calf muscles.
Achilles has been depicted in a number of films including Helen of troy, The fury of Achilles, The Odessy and Troy. A lot of songs have also been written referencing Achilles and his anger by many rock bands. Some of these include the band Achilles, songs “Achilles: The Back Breaker” by The Showdown, Led Zeppelin’s “Achilles’ Last Stand” and referenced in Bob Dylan’s “Temporary Like Achilles” and “Third temptation Of Paris” by Alesana.

Sports:
Cycling: One of the most common injuries associated with  cycling is pain in the achilles tendon. Pain in the achilles tendon generally means there is a problem with a cyclists pedaling technique
Archery: The death of Achilles was caused by a poisoned arrow to the heel, therefore archery would be an obvious association
Fencing: As Achilles was a warrior, armed combat was his forte. This sport is a modern day battle sport that has roots dating back tot he middle ages and ancient times

Bibliography:
http://www.uh.edu/~cldue/texts/introductiontohomer.html
http://www.imdb.com/
http://www.angelfire.com/planet/mythguide/achilles.html
http://pages.cabrini.edu/jzurek/Homer/iliad18.htm
http://www.greekmedicine.net/mythology/achilles.html
http://www.sparknotes.com/lit/iliad/themes.html
http://www.livestrong.com/article/381199-pain-in-the-achilles-tendon-from-cycling/

Monday 6 February 2012

My epic goals for 2012.

2012 sees my reluctant return to Tafe to complete my Advanced Diploma in Graphic Design. Having previously undertaken an undergraduate degree in Marketing at Uni, I think it's fair to say that I am well and truly exhausted from the sheer pressure and stress of further study.
However, having said that, the return to tertiary education has indeed been well worth the late nights, lack of sleep and countless coffees, Red Bull's and V's. Upon completion of this year, I wish to get a job in the Packaging Design field. Utilising my various skills and newly acquired design knowledge, I will be able to delve into the world of selling products that nobody needs but everyone wants. I will be able to unite the magic of design and the wonders of marketing to bring forward a new creative direction that I and I alone will use to my advantage to eventually achieve my life long dream of concurring the world.